What are Surveys?
In UX research, conducting surveys can be helpful for gathering feedback on a live product from a large number of participants. By collecting attitudinal data from targeted audiences, researchers can generate a range of possible problems and opportunities to explore, while validating, debunking, or elaborating their initial assumptions. Let’s go over some techniques to design surveys more effectively.
1. Have a Clear and Specific Purpose
First, it’s important for your survey to have a clear and specific purpose. Every question should relate to the objective of your research. Make sure to ask yourself if you can take action as a result of how people respond. For example, the question, “Do shoppers believe they want good deals?” could relate to the following objective: Uncover our target user needs, beliefs, and attitudes
2. Consider Your Target Audience
Next, consider your target audience. Depending on the purpose of your survey, you may need to
ask questions at the beginning of the survey that screen out respondents who don’t meet your target audience criteria. Factors such as location, occupation, hobbies, interests, and awareness/use of the product can all inform whether a participant’s demographics will be relevant to your study.
3. Communicate the Purpose to Participants
Another strategy is communicating the purpose of the survey to participants in order to minimize confusion. Informing users about the benefits of the study can help them decide if they want to participate. For example, telling users that your survey will help improve your website’s relevance to customers could persuade them into providing their responses.
4. Manage Expectations
Additionally, it’s important to manage expectations about the length of your survey. Being upfront about how long it will take for participants to complete the questions can help them know the time commitment required and increase their likelihood of finishing the activity.
5. Provide contact information
Next, provide contact information and explain how users can reach you if they have any questions about the survey or the project.
6. Thank Respondents for Completing the Survey
Finally, make sure to thank participants for completing the survey, letting them know that their participation is valued and will have a direct impact on the product
In conclusion, surveys can be a great way to understand users’ perspectives, reaching a large number of users quickly and efficiently. Consider using these techniques when designing your next survey.
Sources and Further Reading